The rapper tells Graeme Moran about his passion for clothes and why his collaboration with Puma is a perfect fit.
You have just unveiled your capsule collection with Puma, which will drop into stores in October, how did this come about?
Clothes have always been something that I’ve taken a keen interest in – I spend most of my money on clothes and food. I’m now in my second year of brand ambassadorship for Puma so doing a collaboration with them was the perfect way to test the waters and get involved in the production of a line. I said it had to be reflective of me and they were open to everything.
We fit together perfectly. They’re really cool, not oversaturated. I think there are some brands that try to latch on to any artist that has some kind of prominence but Puma haven’t done that. I’m the first musician they have done this with, which I think makes it a little bit more unique and personal, and more real, less forced.
How involved are you?
Massively. The whole honey badger logo was my idea. Honey badgers are not necessarily the most endearing of animals, they are quite violent!
What is the significance of the honey badger?
They’re just relentless little buggers and can be very resourceful. That was where the idea came from but something I’ve noticed when showing the line to people is that all the women say ‘I want one of the jumpers!’ Although it is essentially a menswear range
I think there’s going to be a lot of women wearing the range as well.
Can we expect a womenswear collection?
Yes, I think in the future. We’re talking about the second season now so it will be interesting to see what happens.
What’s your favourite piece?
The varsity with the leather sleeves. It was something that I put a lot of time and effort into – the fabrics and the fit. We didn’t just take a Puma template; everything has been started from the ground up so all the silhouettes are unique. We haven’t done footwear this time but going forward that’s something I’d like to do.
What are your favourite brands?
I love Edwin, Dior, Balmain, Lanvin, Junya Watanabe and Comme Des Garçons, especially the collaboration stuff with Levi’s this season.
And I love Givenchy for the prints and the fits. I’ve built up a relationship with Riccardo Tisci [Givenchy’s creative director] which is cool, I like his vision.
Where are you favourite places to shop?
I spend a lot of time in Harvey Nichols, Dover Street Market, the Edwin store in Shoreditch and Browns. It’s cool to find little random places too, especially when travelling.
What is the most expensive fashion item you’ve ever bought?
Either one of my suits or the really nice Balenciaga jacket I wore in my Read All About It video.
What is the most treasured item in your wardrobe?
Probably my Givenchy Rottweiler jumper from a couple of seasons ago.